Abstract:
The main objective of the study is to examine the determinants factors of beer brand loyalty of
Dashen brewery in the case of Gondar City administration. The study used explanatory research
design. The study was based on both primary and secondary sources. Questionnaires were
distributed to 384 beer consumers, which were selected using convenient or available sampilng
technique. The data was analyzed using descriptive and inferential statistics. The study used
mean and standard deviation to present the results of respondents’ level of agreement to the
study variables and multiple linear regression method was used to identify the significant
determinant that affect beer brand loyalty; in addition, descriptive statistics was also used to
present the result. The results of the study revealed that the independent variables such as price,
product quality, advertisement, attitude, social interaction and availability together accounted
for 89.4 % of variance in the dependent variable beer brand loyalty. The result also confirmed
that from the proposed six determinant factors four of the factors such as price, quality of the
product, attitude and availability affected the brand loyalty of Dashen beer product consumers
significantly. Based on the result the study concluded that that from the proposed significant
variables product quality and attitude have significant association/prediction power which
contributes 73.3% and 18.5% of the change in the dependent variable of beer brand preference.
Moreover, product quality was the most determinant factor contributing 73.3% change in the
dependent variable.
